Destination brand personality: visitor perceptions of a regional tourism destination

Murphy, Laurie, Benckendorff, Pierre, and Moscardo, Gianna (2007) Destination brand personality: visitor perceptions of a regional tourism destination. Tourism Analysis, 12 (5-6). pp. 419-432.

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Despite a growing body of work on destination branding in general, particularly at a country or nation level, there has been little investigation of whether or not tourists do attribute brand personality characteristics to tourism destinations and whether or not tourists' perceived self-image and the "brand personality" of destinations are related. The aim of the study presented in this article was to explore the relationships among four key constructs proposed for destination branding and choice process: tourist travel motivations, destination brand personality, self-congruity, and visitation. The study involved a survey of tourists' perceptions of a branded regional tourism destination-the Whitsundays-in Queensland, Australia. Data were collected from a total of 277 participants yielding a response rate of 62%. The results provided general support for the proposal that tourists ascribe personality characteristics to destination. Furthermore, the study found that there is a level of congruity between tourist' self-image and their perceptions of the destination brand personality.

Item ID: 2427
Item Type: Article (Research - C1)
ISSN: 1943-3999
Keywords: destination branding; destination image; regional tourism
Date Deposited: 11 Jun 2009 00:38
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900303 Tourism Infrastructure Development @ 100%
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